Linx Eyes 'Enterprise' Market

Pagano Schenck & Kay has been named agency of record by Linx Communications and will create and place a launch campaign later this summer. The Boston shop won the $8-10 million account after a review that included several undisclosed New England agencies. There was no incumbent. The national multimedia effort will introduce the 3-year-old company's services and products, which aim to unify and streamline customers' communications by putting an end to phone tag. "We want to hit consumers within the enterprise marketplace," said Linx marketing director Jay Kelley. The Newton, Mass.-based client provides users with a toll-free number that will ring up to three phones simultaneously. Customers can then either answer the call or forward it to a voicemail system. The service is currently available in Boston, San Francisco, Washington, D.C., New York and Los Angeles and there are plans to enter 15 new markets this year. "Our sleeves are rolled up, and we are diving in," said agency president Beau Fraser, who will oversee the account. "With any technology company, speed is very important." Previous ads for Linx appeared on a per-unit basis in print publications, said Kelley. Pagano has created introductory campaigns for companies such as boston.com, the electronic publishing subsidiary of The Boston Globe. Linx competitor Wildfire Communications recently launched a print campaign created by roster shop Partners & Simons in Boston [Adweek, June 21]. Those ads will run worldwide through September, primarily in wireless technology publications. The Wildfire ads target large carriers that buy and resell the Lexington, Mass.-based company's services. Spending levels were not disclosed, but are believed to be in the low seven figures.

Pagano Schenck & Kay has been named agency of record by Linx Communications and will create and place a launch campaign later this summer. The Boston shop won the $8-10 million account after a review that included several undisclosed New England agencies. There was no incumbent. The national multimedia effort will introduce the 3-year-old company's services and products, which aim to unify and streamline customers' communications by putting an end to phone tag. "We want to hit consumers within the enterprise marketplace," said Linx marketing director Jay Kelley. The Newton, Mass.-based client provides users with a toll-free number that will ring up to three phones simultaneously. Customers can then either answer the call or forward it to a voicemail system. The service is currently available in Boston, San Francisco, Washington, D.C., New York and Los Angeles and there are plans to enter 15 new markets this year. "Our sleeves are rolled up, and we are diving in," said agency president Beau Fraser, who will oversee the account. "With any technology company, speed is very important." Previous ads for Linx appeared on a per-unit basis in print publications, said Kelley. Pagano has created introductory campaigns for companies such as boston.com, the electronic publishing subsidiary of The Boston Globe. Linx competitor Wildfire Communications recently launched a print campaign created by roster shop Partners & Simons in Boston [Adweek, June 21]. Those ads will run worldwide through September, primarily in wireless technology publications. The Wildfire ads target large carriers that buy and resell the Lexington, Mass.-based company's services. Spending levels were not disclosed, but are believed to be in the low seven figures.